Recently, Razorfish (part of Publicis Groupe) rolled retired caller services dedicated to launching brands connected Web3 and supporting activations successful emerging virtual spaces. For marque marketers scratching their heads astatine each the possibilities, and seeking to find existent opportunities wrong each the buzz, the position from a apical bureau is invited guidance.

There’s a rationale down the caller services from Razorfish, which are organized nether 3 superior Web3 offerings, called Razorfish Reef, Razorfish Wave and Razorfish Drop. The offerings enactment up with 3 areas immoderate marque needs to person covered successful Web3 — content, networking and virtual goods.

“In this caller integer landscape, acquisition drives everything, truthful it made consciousness that we supply a suite of offerings focused connected the creation, accumulation and activation of these caller dynamic experiences and spaces, and the products and radical that inhabit them,” Cristina Lawrence, Razorfish’s EVP, user and contented experience, told us.

What is Web3? Over the past year, galore brands person pivoted to emerging Web3 platforms. They are sometimes referred to arsenic the “metaverse,” and often they are linked to gaming and virtual worlds. A ample swath of younger Gen Z consumers flock archetypal to these platforms and physique beardown communities astir them. So that’s wherefore this caller designation, Web3, is utilized by marketers — to separate from bequest Web2 societal platforms similar Facebook and Instagram.

As caller Web3 communities emerge, determination is besides a request for brands to physique bridges betwixt Web2 and Web3 platforms, truthful this is besides a main nonsubjective astatine Razorfish.

In Web3, Razorfish puts an accent connected “open metaverse” worlds, like Decentraland, wherever users tin research and brands tin incorporated blockchain-based NFT activations. They besides enactment brands reaching audiences successful “closed metaverse” platforms (like Fortnite and Roblox).

“We’re besides uncovering that societal platforms similar Discord are becoming progressively important,” said Lawrence. “Discord is taking connected the relation of a brand’s ‘community hub’ for metaverse/Web3 activations, and bridges Web2 and Web3 assemblage ecosystems.”

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Content. The Razorfish Reef offering tackles the accumulation of contented astatine standard for Web3 experiences, including user experiences, metaverse influencer selling and ecommerce plays.

“Great contented needs to bespeak the shared values and passions of the assemblage it’s serving, portion besides being adaptive,” said Lawrence. “The Web3 realm offers plentifulness of untapped worth successful the narration brands tin make with younger audiences, portion enabling brands to beryllium accessible for all, and determination beyond storytelling to ‘story living.’”

This year, Razorfish partnered with Samsung to motorboat their Samsung 837X virtual experience, which connects consumers connected Decentraland and Discord to Samsung’s flagship store successful New York done hybrid experiences like the caller Climate Week NYC manner show.

Web2/Web3 cross-channel experiences. Razorfish doesn’t spot Web2 going distant anytime soon. “We spot Web3 arsenic additive to Web2, and a implicit integer ecosystem,” Lawrence said.

She added, “We shouldn’t deliberation of consumers moving implicit from Web2 to Web3 — they are bouncing successful and retired of these antithetic integer landscapes passim their time to bash immoderate it is that they privation to bash with their integer lives. Remember, successful galore cases, these Web3 natives are utilizing Web2 societal platforms to speech astir what they’re doing wrong their Web3 lives, similar talking astir their latest NFT projects.”

The Razorfish Wave offering provides assemblage gathering and absorption crossed platforms utilizing human- and machine-based methods, with an accent connected 24-7 “always-on” moderation, since these are surviving communities, arsenic opposed to “one-off” events.

Dig Deeper: What is the metaverse and however tin we get there?

NFTs and virtual goods. Razorfish Drop is the offering that covers NFT drops, virtual goods and direct-to-user opportunities. Plenty of brands person dropped collectible NFTs, but the question remains — what next? How tin brands support the momentum and support consumers engaged? Do customers privation to cod an NFT for bragging rights, bash they privation a virtual portion of swag to amusement disconnected with their avatar, bash they privation it to unlock peculiar entree to events oregon discounts connected real-world purchases?

“At this time, a investigating mindset is captious for brands to larn wrong this caller integer landscape,” said Lawrence. “Nothing is much effectual astatine doing this than quick-turn pilots wrong the metaverse/Web3 ecosystem. Most importantly, this is simply a creator-and-builder-driven landscape, truthful investigating and learning is besides astir ‘earning’ the close to physique relationships with these consumers via these caller contexts.”

Why we care. It’s each astir authenticity and fitting into these communities. That’s wherefore Web3 activations are a semipermanent committedness by brands. That person to “earn the right” to this audience’s attention, arsenic Lawrence said. 

While brands and agencies trial and learn, the abstraction volition proceed to evolve. That’s wherefore definitions for presumption similar Web3 and metaverse are inactive successful flux. For immoderate marketers and Web3 creators, the accent is connected unfastened platforms and interoperability. But that’s not the metaverse that exists today, which is overmuch much siloed. 

It comes backmost to gathering customers wherever they are, and a batch of them are spending clip connected Roblox, Fortnite and Discord, truthful the main extremity is to span these platforms with applicable experiences and context.

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